Deck 11: Design

Question 1

The role of design in market-driven innovation is to modify the product so that it can accommodate the performance characteristics.

Answer 1

False

Question 2

A product design which is developed in collaboration with end users and which captures the voice of the customer is known as a universal design.

Answer 2

False

Question 3

Product design is used to pretty-up a product that is about ready to be manufactured.

Answer 3

False

Question 4

The term "derivative product" refers to products based on the same platform as an existing product, but modified incrementally in terms of technology or customer need fulfillment.

Question 5

A certain watch manufacturing company manufactures watches that have about a third of the moving parts of a traditional Swiss watch: a plastic casing without a removable back, a plastic strap incorporated into the casing, and many other similar design features. The company retails its watches at a small fraction of the price of traditional Swiss watches. In this scenario, the company's watches are most likely designed:

A) for differentiation.
B) for ease of manufacture.
C) to build corporate identity.
D) for the environment.

Question 6

By definition, a focused prototype is a fully functioning, full-size product that is essentially complete and ready for examination by potential customers.

Question 7

Which of the following statements is true of design?

A) It is usually considered when the product is almost ready to be manufactured.
B) It holds the same meaning for different companies in different industries.
C) It is usually an afterthought used to pretty-up a product.
D) It can be defined as the synthesis of technology and human needs into manufacturable products.

Question 8

Product designers often use design for manufacturability (DFM) techniques to find ways to minimize manufacturing costs.

Question 9

In both technology-driven and market-driven innovation, _____.

A) design plays a secondary role
B) design plays a miniscule role
C) design plays a primary role
D) design takes up minimum cost

Question 10

Ergonomics can be best defined as studying unmet customer needs with the help of perceptual gap mapping.

Question 11

Silhouette Inc. has established a recognizable look or feel that it uses consistently across the products it sells. This supports the public perception of the firm and ultimately, its corporate identity. Based on this information, we can say that Silhouette Inc. is trying to capitalize on its _____.

A) existing distribution channels
B) visual equity
C) past design platforms
D) existing manufacturing infrastructure

Question 12

Most of the problems surrounding design have to do with concurrency, or overlapping the steps in development.

Question 13

Which of the following is true of market-driven innovation?

A) The main purpose of design in market-driven innovation is to modify the product so that it meets customer expectations.
B) In market-driven innovation, new meanings and new technologies are pushed forth.
C) In market-driven innovation, design is of primary importance, and it takes on the leadership role.
D) The main role of design in market-driven innovation is to modify the product so that it can accommodate the performance characteristics.

Question 14

On average, up to 80 percent of a product's cost is determined by the time it is designed.

Question 15

Colocation allows team members to identify and resolve product development problems faster.

Question 16

Firms that are judged to be higher in design effectiveness outperform other firms in return on sales and assets, net incomes, and cash flow.

Question 17

Product architecture has been described as the process by which a customer need is developed into a product design.

Question 18

_____ design is the term sometimes used to mean the design of products to be usable by anyone regardless of age or ability.

A) Universal
B) Exclusive
C) Individualistic
D) Unique

Question 19

Regarding the process of product architecture, if rapid changes are expected in some part of the product, that part should most certainly be made into a chunk.

Question 20

Design for ergonomics is the technique by which products can be taken apart after use for separate recycling of metal, glass, and plastic parts.

Question 21

Which of the following is most likely to be used in product-use testing?

A) A focused prototype
B) A comprehensive prototype
C) A conceptual prototype
D) An ideational prototype

Question 22

Derivative products:

A) always cost about the same to manufacture as the products they're derived from.
B) offer lesser value to users, incur higher costs during development, and put a strain on a company's resources.
C) are products based on the same platform as an existing product, but modified in terms of technology or customer need fulfillment.
D) are completely original and share no similarities with any of the other products in a firm.

Question 23

In the context of prototype development, a fully functioning, full-size product essentially ready to be examined by potential customers would be best described as a _____ prototype.

A) comprehensive
B) focused
C) limited
D) modified

Question 24

Automobile companies often create full-size clay models in order to extract consumer reactions to proposed styling alternatives. Such models would be best described as _____ prototypes.

A) across-the-board
B) all-inclusive
C) comprehensive
D) focused

Question 25

With reference to the product architecture process, the product is arranged in a variety of configurations through simulations, computer-aided designing, or other techniques in order to find the "best" solutions during the process of:

A) analyzing interactions between chunks.
B) creating the product schematics.
C) creating geometric layouts.
D) clustering the schematic elements.

Question 26

Flyto Co., a Japanese automobile manufacturing company, recently introduced two new car models in America. These models were developed using the same platform as one of Flyto's existing models, but were modified incrementally in terms of technology. Flyto's latest products are examples of:

A) breakthrough products.
B) derivative products.
C) counterfeit products.
D) innovative products.

Question 27

Which of the following is the final step in the process for product architecture?

A) Creating the geometric layout
B) Checking the interactions between chunks
C) Creating the product schematic
D) Clustering the schematic elements

Question 28

With regard to the process of product architecture, the _____ shows the components and functional elements of the product and how they are interconnected.

A) prototype
B) product schematic
C) geometric layout
D) product protocol

Question 29

_____ prototypes are used in probe-and-learn ("lickety-stick") product development in the development of new-to-the-world products.

A) Focused
B) Comprehensive
C) Conceptual
D) Ideational

Question 30

Firms that are concerned with or seek to promote environmental concerns are most likely to employ design for _____.

A) disassembly
B) ergonomics
C) visual equity
D) ease of manufacture

Question 31

Chunks (or modules) are defined during which of the following steps of the product architecture process?

A) Analyzing interactions between chunks
B) Creating the product schematics
C) Creating geometric layouts
D) Clustering the schematic elements

Question 32

Ergonomics can be best defined as studying:

A) human characteristics in order to develop appropriate designs.
B) unmet customer needs with the help of perceptual gap mapping.
C) potential target markets to identify the most profitable market segment.
D) the life cycle of a product to develop suitable marketing strategies for each phase.

Question 33

Which of the following is the first step in the process for product architecture?

A) Clustering the schematic elements
B) Creating the product schematic
C) Creating the geometric layout
D) Checking interactions between chunks

Question 34

Macolla, a cosmetic manufacturing company, manufactures its latest brand of women's perfume, Ella, in translucent pink bottles. The design engineers believe that the elegant appearance of the perfume bottles will attract more of their target customers. Identify the factor that was most likely being considered by the company's engineers when deciding on the appropriateness of the design.

A) Quality of the user interface
B) Maintenance and repair
C) Appropriate use of resources
D) Emotional appeal

Question 35

The process by which a customer's need is developed into a product design is called _____.

A) product differentiation
B) product architecture
C) product positioning
D) product validation

Question 36

The engineers of a cellphone manufacturing company worked hard on the springs and ball bearings of their cell phones, just to get the sound of the cell phone lid closing right. They knew that a solid "thud" was more attractive to customers than a cheap "click." Identify the factor that was most likely being considered by the company's engineers when deciding on the appropriateness of the design.

A) Appropriate use of resources
B) Emotional appeal
C) Maintenance and repair
D) Quality of the user interface

Question 37

DarkBerry Inc., a cellphone manufacturer, manufactures products that share common design features that make them unique, yet at the same time familiar. All of DarkBerry's cellphones have a sleek appearance and an elegant design. DarkBerry's products can be best described as being designed:

A) for the environment.
B) to build or support corporate identity.
C) for ease of manufacture.
D) for price promotion.

Question 38

A(n) _____ is a prototype that examines a limited number of performance attributes or features.

A) focused prototype
B) consolidated prototype
C) comprehensive prototype
D) ambivalent prototype

Question 39

The "release" of a comprehensive prototype to potential users for testing in a real usage situation that may support further product improvement is called _____ testing.

A) opportunity
B) concept
C) product-use
D) pre-purchase

Question 40

Velvo Inc., an automobile manufacturing company, designs its products in such a way that they can be easily dismantled after use for recycling. The used plastic parts are sorted and recycled to make new parts. Other components are either recycled or rebuilt, while unusable parts are incinerated to create energy. In this scenario, Velvo's cars can be best described as being designed:

A) for the environment.
B) for ease of manufacture.
C) to build or support corporate identity.
D) for differentiation.

Question 41

In order to reduce "turf wars" between production and design specialists, Trident Corp. has added a third independent person to the team who understands the importance of both. In this scenario, Trident Corp. is utilizing a(n) _____.

A) produceability engineer
B) technocrat
C) arbitrator
D) negotiator

Question 42

Briefly describe the major contributions of design to new product goals.

Question 43

What is a prototype? What types of prototypes may be used, and for what purposes?

Question 44

Briefly define product architecture. What steps are involved in this process?

Question 45

Which of the following is a computer-based technology that allows for very efficient product design and development?

A) WebEx
B) Lotus Notes
C) Extensible Markup Language (XML)
D) Design for manufacturability (DFM)

Question 46

_____ are technical people who convert styling into product dimensions or specifications.

A) Industrial mechanists
B) Risk incorporators
C) Design engineers
D) System analysts

Question 47

In the context of the product design process, which of the following is true of colocation?

A) It involves putting various individuals and functional areas in different locations far away from each other.
B) It helps integrate departments and improve information flow.
C) It is most effective when a center of technological excellence is broken up.
D) It involves bringing an independent third party who understands both design and production to partially avoid turf battles.

Question 48

Discuss colocation.

Question 49

Many firms use _____ to achieve the effects of colocation without actual physical proximity of team members.

A) digital colocation
B) face-to-face colocation
C) mechanical colocation
D) too-distant colocation

Question 50

What are derivative products?

Question 51

With reference to the design process, the practice of putting the various individuals or functional areas in close proximity so as to shorten communication lines and increase team cohesion is called _____.

A) relocation
B) approximation
C) resettlement
D) colocation